Beats Pills by Dr. Dre, "Small But Loud"

ACD Writer, R/GA Los Angeles

Awards: Cannes Gold Media Lion, Best Use of Integrated Media, Cannes

To prove that their small Pill speakers were remarkably loud, Beats by Dr. Dre invented The Beats Pills: tiny, trash-talking characters with big personalities and even bigger mouths. The Pills had a voice in every important pop culture conversation via custom-rendered art for social media, contextual out-of-home and online ads, and a live-action celebrity talk show animated instantly using Unity technology. Beats even produced and sold real characters designed to hold the Pill speakers. In the end, they achieved their goal in creating an authentic cultural voice that resonated directly with their audience.